Paddy Power's philanthropic campaign, 'The Big 180,' associated with the ongoing Paddy Power World Darts Championship, has thus far collected a total of £832,000 ($1m) for Prostate Cancer UK.
The initiative promised a donation of £1,000 for every 180 scored during the championship, intending to surpass a £1m target by the tournament's conclusion, with the current tally standing at 832 with three matches to go.
When the campaign launched, PDC Chief Executive Matthew Porter said: “When our new sponsors Paddy Power suggested pranking our players two weeks out from the tournament to get the public’s attention, it sounded like a huge risk. Ultimately, it was one we were willing to take if it meant the millions of men who tune into the World Darts Championship, alongside their loved ones, are encouraged to take 30 seconds to check their risk."
The Ballon D'art Leaderboard currently shows Chris Dobey in the lead with 43 180s. However, Dobey was knocked out during Monday's quarter-final action, leaving Luke Humphries, 16-year-old sensation Luke Littler (yes, 16!), Rob Cross and Scott Williams as the only players able to now bolster the tally.
According to Rachael Kane, a spokesperson for Paddy Power, the current pace suggests an increase in 180s compared to the previous year, potentially surpassing the championship's record of 901 180s.
Indeed, it would not be outlandish to suggest the three remaining matches produce more than the 69 180s needed, although a conservative estimate would put the final tally at around 900 once more.
The initiative has witnessed increased engagement, prompting 51,381 men to complete a 30-second risk-check questionnaire on Prostate Cancer UK's website since its launch.
Prostate Cancer UK's CEO, Laura Kerby, said: “Prostate cancer is curable if caught early, but early-stage prostate cancer often has no symptoms, so it is vital that men know their risk – and we hope 180,000 fans will do that during the tournament via our simple online risk checker.”
Elsewhere, in December 2023, Paddy Power extended its gaming offerings by collaborating with Gaming Realms to exclusively release 'Slingo Bingoton' – a period drama slot game.
